American Apparel is nothing if not provocative–sometimes brilliantly, sometimes yuckily–and their latest web campaign is pretty interesting. Check out the ad above, which makes a push for women with child to wear their clothes. It’s a pretty good idea since AA clothes are pretty damn comfy, and even though I sometimes get a little queasy about the company’s depictions of women and Dov Charney grosses me out, I like when companies admit that pregnant women can be hip and sexy.

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And they fit, which is the most impressive part. It just makes sense though… They pretty much just sell basics, why wouldn’t a pregnant woman that doesn’t want a muumuu check something of theirs out? I wonder where they’re running.